Due to a misunderstanding of his instructions, a research assistant consistently entered
the upper value of an attitude scale as a “6” instead of a “7” when keypunching data for
his boss. This is an example of
a. systematic error.
b. researcher error.
c. random error.
d. scaling error.
e. marginal error.
Sales and cost data are promising internal secondary data for many research problems.
In B2B contexts, the____________-s a gold mine of information.
a. Sales invoice
b. Packing slip
c. Inventory report
d. General ledger
e. Accounts Payable report
In ANOVA, the independent variables are typically called
a. treatments.
b. factors.
c. F-statistics.
d. causal variables.
e. tabulations.
The probability of finding someone home is greater for
a. high-income families.
b. low-income families.
c. rural families.
d. urban families.
e. Both b and c.
Which of the following is NOT true of a questionnaire with a high degree of structure?
a. They are relatively simple to administer.
b. They are difficult to code.
c. They are associated with greater consistency of answers.
d. There is no probing or follow-up questions.
e. They are easier to analyze.
Both nominal and ordinal measures are easily used to group respondents or objects into
groups or categories.
a. True
b. False
Which of the following might indicate that a respondent lacked interest in a
questionnaire?
a. Check marks are not within the boxes provided.
b. Scribbles on the questionnaire.
c. Spills on the questionnaire.
d. It’s unlikely that these mistakes occur due to lack of interest.
e. All of the above examples may indicate a lack of respondent interest.
Marketing researcher must make many decision over the course of a single research
project, and throughout the process consider the ethics involved in the choices they
make. Ethics are the individual or a group conducts it activities:
a. Moral principles and values
b. Established rules
c. Traditional beliefs
d. Accepted practices
e. Approved methods
Response latency is related to _______________
a. The use of eye cameras.
b. Uncertainty.
c. The degree of structure in the observational method.
d. The amount of information stored in memory.
e. The degree of disguise in the observational method.
Judgment samples are distinguished by the fact that
a. those entering the sample happen to be where the study is being done when it is being
done.
b. the proportion of those possessing a given characteristic is balanced against the
proportion of the population possessing the characteristic.
c. each field worker is allowed to judge whether any given respondent would be a good
representative of the population.
d. the sample elements are hand picked by the investigator because it is expected they
can offer the contributions sought.
e. they are superior to other forms of sampling for descriptive studies.
When a “mystery shopper” is used by Taco Bell Corporate to report employees’ level of
customer assistance and courtesy, which type of observation is being used?
a. Undisguised
b. Disguised
c. Physical traces
d. Experiment
e. Archives
Omni-channel retailing recognizes that sources of transaction data that provide
purchase insights are available from:
a. Brick-and-mortar
b. E-commerce
c. Mobile
d. In-store pickup
e. Omni-channel could include transaction data from all of the above.
Treatment of missing data depends mainly on the
a. purpose of the study.
b. incidence of the missing items.
c. methods that will be used to analyze the data.
d. Both a and b.
e. a, b, and c.
Which of the following statements about the ordinal scale is TRUE?
a. There is a consistent order in whatever numbers are assigned to the scale.
b. It is possible to calculate the median as a measure of central tendency.
c. Two individuals with the same rank order response can have very different feelings
about what they ranked.
d. It is impossible to say how much any individual respondent preferred one object to
another.
e. All of the above are true.
Which of the following statements is TRUE with respect to outliers?
a. They represent special cases that should be treated differently from the rest of the
observations.
b. They can be located using frequency analysis.
c. They can have a very strong influence on the sample mean.
d. All of the above are true.
e. Both b and c.
During data analysis, the process of scanning data collection forms to ensure they are
complete and consistent, and that the instructions were followed is called:
a. Analyzing
b. Coding
c. Checking
d. Verifying
e. Editing
The set of procedures and methods for the regular planned collection, analysis and
presentation of information for use in making marketing decisions. This describes:
a. Decision Support Systems
b. Marketing Information Systems
c. Research projects
d. Verbal presentations
e. Written presentations
Multiple regression analysis is useful when there are independent variable(s) and
dependent variable(s).
a. more than one, one
b. one, more than one
c. more than one, more than one
d. one, one
e. None of the above.
It is reasonable to state that one object has twice as much of the attribute property when
it has a score of 60 and the other object has a score of 30 when measurement is on a(n)
scale.
a. nominal
b. ordinal
c. interval
d. ratio
e. interval or ratio